Pride Canterbury

Creating a brand that stands out

When Pride Canterbury first approached us in 2016, they had a clear challenge: build a brand that embraced Pride values, without defaulting to the usual rainbow clichés. It needed to reflect diversity, inclusivity, and energy, while also feeling accessible and family-friendly.

Our solution?

A vibrant brand packed with loads of personality. The most recognised element of their brand toolkit is the logo, which is made up of individual characters, each with its own distinct personality, colour and movement.

The playful motion added life and individuality to the identity, helping the brand truly connect with the broad spectrum of people it represents.

Designing for growth

From a modest beginning of 3,000 attendees in 2016, the event has exploded in popularity, welcoming over 30,000 people in 2024. And as Pride Canterbury has grown, so has the brand.

While the core identity has stayed strong and recognisable, we’ve kept things fresh each year by evolving the visual assets. That means new illustration styles, animated content for social media, vibrant merchandise designs, signage, and print collateral, all rooted in the same playful, welcoming tone.

Assets that amplify the experience

As the event has developed and grown, so has the need for eye-catching, flexible creative across every touchpoint. We’ve designed a wide range of assets to support Pride Canterbury year after year, from animated social posts and bold out-of-home ads around the city, to festival essentials like badges, wristbands, tickets and merchandise.

The event’s website is also designed and built by Dodgems and Floss, bringing everything together online in one vibrant, easy-to-navigate hub. On the ground, we’ve helped shape the full festival environment, from stage design and signage to illustrated guides and printed collateral, making sure every detail feels joyful, welcoming, and unmistakably Pride.

Keeping it fresh, keeping it proud

Designing for a long-running event is all about balance, honouring what works while keeping it relevant. We’ve continued to develop and expand the Pride Canterbury brand system with the management team, to meet the needs of a growing, multi-generational audience.

It’s a creative partnership we’re very proud of, and one that brings colour, joy, and purpose to every corner of Canterbury once a year (with a little extra glitter!).